Holden Announces Investments for Lang Lang, Dealership Renovations

Holden may not be an American brand, but it is taking the days following Thanksgiving to express its gratitude for its dealership network and Lang Lang Proving Ground with the announcement of a pair of multi-million-dollar investments.

Holden is joining its Australian dealership network to invest as much as $150 million in the “Dealership of the Future” project. These new-look showrooms will become the new look of the Holden dealer network as they are rolled out over the next three years, with upwards of 10 dealerships undergoing re-branding every month by some point in 2018.

Two dealerships—Callaghan Holden in Victoria and Village Holden in Brisbane—are the first to represent Holden’s vision for its Dealership of the Future. Among the components being added with the renovations are concierge services, airport lounge-style layouts, enhanced technology, and a boutique Nespresso café experience.

“Our ‘Dealership of the Future’ project is our opportunity to re-imagine these retail spaces and create a competitive advantage through exceptional customer experience and design,” said Mark Bernhard, Holden chairman and managing director. “This investment is an indication of our confidence in our plan, our product portfolio, and our bright future in the Australian market.”

Another investment in Holden’s future is the pledge of $7 million AUD to resurface the renowned Lang Lang Proving Ground, which turned 60 in 2017. Lang Lang is used not just to test Holden vehicles, but for global GM products belonging to the Chevrolet, GMC, and Cadillac brands.

“Every vehicle wearing a Holden badge has been tested at Lang Lang. Holden vehicles will continue to be tuned and tested at our proving ground for Australian conditions and this track investment is a demonstration of how central Lang Lang is to Holden’s ongoing localization capabilities,” Bernhard added.